We say that we love animals. Seventy percent of us have an animal companion. Nearly three out of four say that we should “eliminate all forms of animal cruelty.” And two thirds say that an animal’s right to live free of suffering is just as important as a human being’s. But while the number of animal lovers has grown, so too has the number of animals being killed and abused. Our growing love for animals has come, strangely, with an increasing tide of violence.

Why? We are told – by our community, our culture, and by corporate marketing departments -- that we can “love” animals… while eating their mutilated bodies. Massive corporations such as Chipotle explain to the public that their animals are treated with respect and decency. They say that they are “pro-animal,” and that they raise their animals responsibly. Their website and videos are filled with happy animals in sunlit grassy fields. They’re so good to the animals, in fact, that animal lovers (even animal activists) feel compelled to support them!

But this is not a true “love.” Chipotle is perhaps the fastest-growing animal killer in the world and the third largest publicly-traded restaurant company. They deliberately use words such as “natural” and “raised with care” because they know that such words have no legal significance. (Even meat industry publications have pointed out that Chipotle sources from abusive “factory farms.”) More than any other company, Chipotle has preyed on the public’s most admirable feelings–kindness, compassion, and love – and twisted them to serve its engine of violence.

It’s time for that to change. In February 2014, activists with DxE put love into action.